Following the success of its first recycled swim collection launched in 2020, leading online kids’ retailer KIDLY has expanded its offering this summer with more styles and colours. Combining good looks, safety and sustainability, the seven mix-and-match pieces are all made from 80% recycled pre-consumer nylon waste and OEKO-TEX-certified dyes, as well as giving parents the reassurance of UPF50+ sun protection.
Complementing the new swim collection is KIDLY Label’s first non-clothing product: a foldaway bucket and spade set. The culmination of six months of work by KIDLY’s in-house design team, the ergonomic collapsible silicone bucket has a generous 2-litre capacity but folds down to a tiny 5cm tall.
KIDLY Founder, James Hart said: “Our new swim collection combines style with sustainability, something we know is hugely important to our customers. For KIDLY, sustainability means so much more than simply using recycled materials; it’s about designing products that can be used time and again and – we hope – be handed down. Our new foldaway bucket and spade set is a fantastic example of our design ethos. Made from durable silicone and designed to be packable, we want families to take it with them whenever they head out and about and use it for years to come.”
Laucnhed in 2016 by ASOS’ first employee and e-commerce director, James Hart, KIDLY is a modern kids’ fashion and lifestyle store for 0-5s, bringing together 200+ brands and its own label in one easy-to-shop place. Focusing on new product discovery, curated collections and fast and friendly service, KIDLY is challenging traditional children’s retailers by offering products that are design-led, genuinely useful and complement their own personal style, with real-time help during waking hours from a team of parents.
